How to make your company's LinkedIn profile more appealing

There's more to attracting top talent than just window dressing.

by Adam Gale
Last Updated: 21 Jan 2016

Fun fact: more people update their LinkedIn profile on January 21 than any other day. The combination of ‘January blues’ and ‘New Year, new you’ is an irresistible one, clearly. But if you’re wondering why all these depressed self-improvers aren’t bombarding you with job applications, you might want to take a closer look at your company’s LinkedIn page.

A bit stale? There’s nothing worse than a drab shop window, so here are three quick tips to make yours more appealing.

Know yourself

According to LinkedIn UK’s talent solutions guru Chris Brown, ‘employers should be making sure their online presence reflects what makes them special as an employer and stands them apart from the competition for talent’. Easier said than done perhaps. A good way to figure out what actually does make you different is to check out your competitors to see what you’re not. Beware though –you might find you’re not as special as you think you are.

Cut the jargon

‘We’re product evangelists facilitating pre-planned actionable solutions in the space of pipeline management.’ Yes, but what do you do? Drowning prospective employees in verbal sludge is not a good way to entice them to work for you, even if they are excellent product evangelist facilitators. FYI (sorry) here are LinkedIn’s top ten most overused buzzwords for company pages, in reverse order: strategic, creative, innovative, expertise, vision, value, unique, leading, solution and finally, expert. Avoid.

Show, don’t tell

Before you rush off to delete the line on your page about how you’re the ‘leading creative experts in strategic vision solutions’, there’s a trick to communication that handily avoids such terms. If you really are a great company with a great track record and great people, let these things speak for themselves. Introduce your best people (LinkedIn calls them ‘cultural ambassadors’) and give examples of what you’re proudest of, to show people why they should want to work there. And if that doesn’t work, get a pretty photo for the background. It can’t hurt, eh.

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